Shoprunner takes on Amazon

Source: http://techcrunch.com/2012/11/12/shoprunner-takes-on-amazon-with-local-delivery-system-for-online-retail-purchases/

Shoprunner is taking an aim at Amazon in the online retail space by offering consumers the option to pick up onine retail purchases at a local store in one's area.  The service called PickupPoints will allow a consumer to purchase online, and pickup merchandise at a local retailer that may have no correlation to the purchased product itself.

The incentive for the network of retailers Shoprunner manages is that these retailers will be able to generate more foot traffic from consumers.  Consumers who go in for picking up their online purchases will be able to browse through the local retailer and potenitally generate addt'l sales during their visits.  This can become an opportunity for certain retailers to use Shoprunner as an advertising medium where they can specifically target consumers who may show high interest in a particular retailers product portfolio.  I believe the ROI for advertising on this site can be huge, and retailers would not need to go through the hassle of trying to advertise to a mass audience who may show little interest to a retailer's product.